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Well said, Al. As I see it, time and resources spent on identifying influencers is time not spent on making the product/service being communicated better.

The pursuit of influence is the pursuit of WOM. Provide a genuinely better product that truly improves the lives of people viewed as equals (not customers) and the brand becomes influential.

We should always be listening, but we should be willing - and able - to step up our game and make a difference.

It's amazing how far we've come in being able to quantify the results of social media. Careful though, there is much art to creating great social media campaigns, and often we're tempted to conform our strategies to the measuring instrument so that results can be observed precisely. But this can compromise the art and you're left with boring campaigns. Sometimes you have to be willing to let go of the measuring and just do great work.

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